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Small Kitchen Appliances - UK - December 2015

Small Kitchen Appliances - UK - December 2015

“High levels of prime time television exposure for cookery, including The Great British Bake Off, MasterChef and The Hairy Bikers, are creating interest in top of the range food preparation equipment. And healthy eating trends have helped drive demand for blenders, liquidisers and juicers. Product innovation reflects demand for great design and function.”

Jane Westgarth, Senior Market Analyst

This report answers the following questions:

Is brand a deciding factor for small kitchen appliances?
How important is speed of use in shaping decisions about what to buy?
How has the internet changed the way people shop for small kitchen appliances?


OVERVIEW
What you need to know
Products covered in this report
EXECUTIVE SUMMARY
Growth of 32% expected by 2020
Figure 1: Consumer spending on small kitchen appliances, 2010-20
Broad product assortment
Figure 2: Consumer spend on small kitchen appliances, by segment, 2015 (est)
Argos faces stiff challenges from Amazon
Figure 3: Distribution of small kitchen appliances, by retailer, 2014 (est)
Large market with broad range of suppliers
Figure 4: Market shares of small kitchen appliances, by manufacturer, 2015 (est)
The consumer
Figure 5: Small kitchen appliance purchases in the last 12 months, any purchase, September 2013 and 2015
Figure 6: Small kitchen appliance purchases in the last 12 months, any purchase, September 2015
Figure 7: Small kitchen appliance purchases in the last 12 months, own home or gift, September 2015
Figure 8: Price paid for kettles purchased in the last 12 months, September 2015
Figure 9: Price paid for toasters purchased in the last 12 months, September 2015
Figure 10: Price paid for coffee maker purchased in the Last 12 months, September 2015
Figure 11: Price paid for capsule coffee maker purchased in the last 12 months, September 2015
Figure 12: Price paid for food processor/blender purchased in the last 12 months, September 2015
Figure 13: Where small kitchen appliances were bought, September 2015
The customer journey is likely to begin online
Figure 14: The customer journey for small kitchen appliances, browsing in-store or online, September 2015
Figure 15: The customer journey for small kitchen appliances, speaking to staff in-store or online, September 2015
Figure 16: The customer journey for small kitchen appliances, speaking to staff in-store or online, September 2015
Figure 17: The customer journey for small kitchen appliances, not applicable or not relevant, September 2015
Figure 18: Features of small kitchen appliances considered important, September 2015
What we think
ISSUES & INSIGHTS
Is brand a deciding factor for small kitchen appliances?
How important is speed of use in shaping decisions about what to buy?
How has the internet changed the way people shop for small kitchen appliances?
THE MARKET
What you need to know
32% growth by 2020 forecast for small kitchen appliances
Popularity of baking
Liquidisers are a star performer
Café-style coffee at home
Fashions come and go
41% cook from scratch
Argos, Currys and Amazon are dominant retailers
Market size and forecast
Growth of 32% expected by 2020
Figure 19: Consumer spending on small kitchen appliances, 2010-20
Figure 20: Consumer spending on small kitchen appliances, 2010-20
Figure 21: Consumer spend on small kitchen appliances, by segment, 2011-15
Liquidisers are a star performer
Popularity of baking
Café-style coffee at home
Fashions come and go
Niche products
Market drivers
The British are a nation of cooks
Figure 22: Cooking and eating habits, September 2015
People enjoy baking
Figure 23: Frequency of baking at home, March 2014
Generation rent priced out of home owning
Figure 24: Housing tenure, UK, September 2015
Figure 25: Change in UK dwelling stock by tenure, 2009-13
Channels of distribution
Figure 26: Distribution of small kitchen appliances, by value, by retailer, 2015 (est)
KEY PLAYERS
What you need to know
Leading brands
Intensifying competition
Innovative market place
The connected home
Healthy eating
Suppliers of small kitchen Appliances
Figure 27: Market shares of small kitchen appliances, by manufacturer, 2015 (est)
Figure 28: Leading manufacturers of small kitchen appliances, 2015
Launch activity and innovation
Continuing innovation for coffee machines
Figure 29: A bean-to-cup coffee machine in Gaggia’s Anima range
Somabar: a craft cocktail maker for the home
Figure 30: The Somabar app-controlled robotic bartending appliance
Connected devices in the kitchen
Figure 31: The Smarter 2.0 kettle
Multi-purpose appliances focus on speed
Figure 32: Thermomix kitchen appliance
Multi-functional appliances
Health-focused appliances
Slow press juicer retains more vitamins and antioxidants
Figure 33: The NutriBullet ‘nutrient extractor’
Wider colour choices from Dualit
Advertising and marketing activity
Advertising expenditure rises 22.4%
Figure 34: Recorded above-the-line, online display and direct mail total advertising expenditure on small kitchen appliances, 2011-15
Nestlé dominates advertising
Figure 35: Recorded above-the-line, online display and direct mail total advertising expenditure on small kitchen appliances, by
advertiser, 2011-14
Figure 36: Recorded above-the-line, online display and direct mail total advertising expenditure on small kitchen appliances, by brand,
2014
Coffee machines drive increase in advertising spend
Figure 37: Share of above-the-line advertising expenditure on small kitchen appliances, by product category, 2012-15
Television advertising is the dominant medium
Figure 38: Recorded above-the-line, online display and direct mail total advertising expenditure on small kitchen appliances, by
media type, 2014
The Black Friday effect
A note on adspend
THE CONSUMER
What you need to know
Kettles and toasters dominate market volumes
Purchasing levels up in 2015 compared to two years earlier
Highest volume sales at the lowest price points
Argos used by a third of purchasers
Browsers usually begin online
Brand is the most important factor
Purchases of small kitchen appliances
Trends indicate higher purchasing activity in 2015
Figure 39: Small kitchen appliance purchases in the last 12 months, any purchase, September 2013 and 2015
Kettles and toasters are kitchen staples
Juicers popular
Broad mix of coffee machines
Other small appliances
Figure 40: Small kitchen appliance purchases in the last 12 months, any purchase, September 2015
Gifts remain a fraction of the market
Figure 41: Small kitchen appliance purchases in the last 12 months, own home or gift, September 2015
Price paid for small kitchen appliances
Toasters and kettles dominated by low budgets
Figure 42: Price paid for kettles purchased in the last 12 months, September 2015
Figure 43: Price paid for toasters purchased in the last 12 months, September 2015
Price paid for coffee makers
Figure 44: Price paid for coffee maker purchased in the last 12 months, September 2015
Figure 45: Price paid for capsule coffee maker purchased in the last 12 months, September 2015
Figure 46: Price paid for food processor/blender purchased in the last 12 months, September 2015
Where small kitchen appliances were bought
Figure 47: Where small kitchen appliances were bought, September 2015
The customer journey for small kitchen appliances
Figure 48: The customer journey for small kitchen appliances, browsing in-store or online, September 2015
Figure 49: The customer journey for small kitchen appliances, speaking to staff in-store or online, September 2015
Figure 50: The customer journey for small kitchen appliances, speaking to staff in-store or online, September 2015
Figure 51: The customer journey for small kitchen appliances, not applicable or not relevant, September 2015
Features of small kitchen appliances considered important
Figure 52: Features of small kitchen appliances considered important, September 2015
APPENDIX
Data sources, abbreviations and supporting information
Data sources
Market sizing and segment performance
Fan chart forecast
Abbreviations
RESEARCH METHODOLOGY
UK Research Methodology
Sampling and weighting
Face to Face Surveys
Definitions
Brand & Social Media Research
Trade research
Desk research
Statistical Forecasting
The Mintel fan chart

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